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Rhetoric, defined by the Western tradition, is difficult, if not impossible, to match with an equivalent concept in Chinese. Its most popular term in Chinese is 修辞学 (xiu-ci xue; study of language embellishing), which, of course, does not tell much about the primary function of rhetoric as it is in the West. In my view, the seeming untranslatability of the concept into Chinese does not mean that rhetoric does not exist in Chinese society; rather, it underlies some profound differences between Western and Chinese rhetoric. In this paper, the author will focus on defining ethos in classical Chinese rhetoric by looking closely at some prevalent notions in Chinese culture, harmony, “face”, and cheng-yan (sincere speech), and in doing so, attempting to show how traditional Chinese rhetoric differs from its Western counterpart.

Collectivism and Collective Ethos in Classical Chinese Rhetoric